This report discusses how Smirnoff, Diageo's vodka brand, engages millennial consumers with a combination of experiential and digital touchpoints. It is based on a presentation to the ARF's Audience Measurement conference by Oscar Martinez, the brand's global director of consumer planning. Smirnoff's Nightlife Exchange Project in 2010 allowed its Facebook fans in 14 nations to identify the best elements of night out in their own country, which were then utilised to create a themed event staged in one of the other featured markets. In 2011, it was extended to more than 50 countries. In 2012, its "Midnight Circus" initiative drove an 18% expansion in Smirnoff's fanbase on Facebook. A key term for Smirnoff is "magic", a concept that it tries to inject into the experiences its offers, such as its "Dance 4 Madonna" competition. The brand has employed a range of research techniques, including online surveys and sentiment analysis of social media output, to create an individual tone of voice that resonates with millennials.

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From flags to feedback – how Mars uses insights to drive growth

Includes video content

Recommended by Warc editors

Trends

Best Practice

Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013

The insights function at Mars has been on a transformative journey since 2005. At that point, the return on investment from its advertising fell below industry benchmarks. View Summary

The insights function at Mars has been on a transformative journey since 2005. At that point, the return on investment from its advertising fell below industry benchmarks. By 2012, however, the level of payback was significantly higher than the norm. A key contributor to this process was the formation of its Catalyst Group: a single, centralized unit that provides the analytical direction for the whole company. The main priorities of this division were bolstering the firm’s internal insights capabilities, as well as working with the right partners to boost its understanding of the entire ecosystem. As these efforts have made a positive impact on the bottom line, senior managers have bought into the process, creating a virtuous circle of development.

3

Marketing-mix modeling helps AT&T boost its ROI from TV

Includes video content

Recommended by Warc editors

Trends

Best Practice

Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013

AT&T, the wireless carrier, wanted to gain in-depth insights into the ROI from its three main forms of television output: cable, broadcast networks and sponsorship. View Summary

AT&T, the wireless carrier, wanted to gain in-depth insights into the ROI from its three main forms of television output: cable, broadcast networks and sponsorship. To do so, the company looked back over its commercials and sponsorships during the last three years, assessing when and where they ran, and measuring rating points against efficacy metrics. Sponsorship was found to drive short-term sales most effectively, but was also a more expensive option than the other formats. In response to this finding, AT&T used marketing-mix modeling to reallocate a portion of its expenditure, and thus increased its television payback by 21%.

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